Paris Hilton is exploring innovative ways to connect with her audience across various video formats and has partnered with Elon Musk’s X for a livestream shopping event. The socialite and X, formerly known as Twitter, will work together to create a launchpad for new initiatives in video and live video, live commerce, Spaces, and much more.
A spokesperson for X said the deal includes a revenue-sharing agreement between X and 11:11 Media. This financial agreement is beneficial for both parties. Paris Hilton, the chairwoman and CEO of 11:11, expressed excitement at the collaboration. “Together, we’re going to be exploring new ways to connect with all of you across video, live video, live shopping, and even Spaces. And we’re just getting started. Loves it.”
The commercial partnership will focus on live shopping, music, and video tied to peak conversation periods and Paris’ content priorities, such as Halloween, music, motherhood, and cooking. Moreover, users, with Hilton on X, will be able to browse through a catalog of products and then click through to the site to make a purchase via the service’s in-app browser.
X is also working to secure brand sponsorship to support each of Hilton’s activations, including the live-shopping content programs. X’s partnership with Paris Hilton comes after the platform announced it would begin paying some users for ads served in their replies in an effort to improve the platform’s dwindling ad revenue.
Elon Musk wants to transform X into a wide-ranging service platform like China’s WeChat. He wants X to become the biggest financial institution in the world, a peer-to-peer mobile payment platform that will include a broad range of services like ride-hailing, food delivery, and shopping.